Dr Raymond Hilary Hawkins-Mofokeng
Senior Lecturer
Bloemfontein Campus
Qualifications: PhD (Agri-Science: Marketing, UNIBO) | MTech (Marketing) | PGDipHE | BTech (Marketing) | ND (Marketing) | Certificates in Digital Marketing, Human-Centric Digital Transformation, and Teaching with Technology
Professional Background
Dr Raymond Hilary Hawkins-Mofokeng is a Senior Lecturer in the Department of Business Management (Marketing) at the Central University of Technology (CUT), bringing over 15 years of experience in higher education. He holds a PhD in Agricultural Sciences (Marketing) from the University of Bologna (UNIBO), Italy, and recently obtained a Postgraduate Diploma in Higher Education from CUT, complemented by a Certificate in Digital Marketing from the University of Cape Town.
Dr Hawkins-Mofokeng has established a strong academic and research profile, contributing significantly to scholarship within the marketing discipline. His research output includes more than 15 peer-reviewed journal articles, authorship of one textbook, and contributions to three textbook chapters. His work reflects a steadfast commitment to advancing knowledge in marketing, fostering student development, and enhancing academic programmes within the higher education sector.
Areas of Expertise
- • Digital Marketing and Branding
- • Business Management
- • Work-Integrated Learning
- • Academic Research and Scholarship
- • Sustainable Marketing Practices
Selected Publications
- • Nzuza, X., Tlapana, T., & Hawkins-Mofokeng, R. (2025). Adoption of Digital Marketing Strategies for Growth and Sustainability of SMEs in eThekwini. Management & Marketing, 23(2), 245-258.
- • Chauke, O. F., & Hawkins-Mofokeng, R. H. (2024). The Influence of Ecolabels in the Consumption of Green Products: A Study on Durban Consumers. International Journal of Research in Business & Social Science, 13(5), 4.
- • Mdletshe, T., Tlapana, T., & Hawkins-Mofokeng, R. H. (2023). Adoption of Facebook as a Communication Tool amongst University Millennials in KwaZulu-Natal. African Journal of Inter/Multidisciplinary Studies, 5(1), 1-9.
- • Ntobaki, P., Tlapana, T., & Hawkins-Mofokeng, R. H. (2022). Consumer Purchase Behaviour of Perishable Products from a Selected Store in Durban. International Journal of Research in Business and Social Science, 11(1).
- • Chauke, O. F., Tlapana, T., & Hawkins-Mofokeng, R. H. (2021). Adoption and Consumption Patterns of Green Products: An Exploratory Study Amongst Green Consumers in Durban. International Journal of Business and Management Studies, 10(7), 342-352.
